How Pop-Ups Can Create Unique Experiences

by Ray Sheehan

Retail locations clamber at the chance to host pop-up events. Not only do brands pay them to set up at their sites, driving additional revenue, but pop-up events and retail locations mutually benefit from cross-pollination as they tap into each other's target audiences.

On top of this, retail locations know that pop-up events - or brand roadshows - create engaging customer experiences. They frequently hand out sample merchandise, fun swag, food, or gift cards. When pop-up events come to a location they create excitement, boost energy, and generate a buzz.

So, how did pop-Ups come to be so popular? Well, the pandemic drove today's trend of pop-up events, causing brands like ours to rethink their entire marketing strategy.

For 20 years, Old City Media put on world-class events and large-scale festivals. We coordinated food trucks, craft beer stands, and all the other retail brands coming together for an event like an evening at a major league ballpark. In addition to food and drinks, we coordinated lifestyle brands to engage event attendees.

When COVID hit, the special events space tanked overnight. Realizing the problem was not going away, we shifted our focus from festivals to retailers like Ace Hardware, Menards, Lowe's, and Old Time Pottery, as these establishments were continuing to see thousands of customers at their locations daily.

I went to the lifestyle brands I partnered with and told them, “This summer's boat show, local parade, and taco festival are not happening. We need to engage the community within a new framework.”

But how do pop-ups achieve the feel of a unique experience? Before setting up a pop-up event, you need to define your goals as a brand. Establishing specific key performance indicators will help you set the event's planning in motion. Afterward, those KPIs will be the scorecard that enables you to assess the event's return on investment.

For a pop-up event to succeed, it will need to achieve a necessary “wow” factor. During the planning process, think about ways to make the event a unique experience. When consumers see your booth or tent, what will attract them to it? Your draw might be as simple as letting them spin a wheel to win prizes or presenting cooking demonstrations.

Planning a memorable pop-up is about engaging people with a unique experience and ensuring that they walk away with something tangible in their hands.

Engaging customers is just the first step toward building lasting relationships, however. In addition to fun swag and literature, it is important to offer eventgoers something more. Offering a bottle of water on a hot summer day is a thoughtful gesture that shows you care. Customers are more likely to remember their interaction with you if you demonstrate that you are there to build a relationship, not just to talk about your brand.

As an ambassador for your brand at a pop-up event, it is important to avoid coming across as too sales-focused. A better tactic is to design a presentation or a display that is engaging enough that it makes consumers want to approach you. Once they do, make a concerted effort to have real conversations with them. Ask them genuine questions, and take time to understand their needs.

The truth is, the best salespeople never sell anything. They create solutions to help solve people's problems.

Pop-up events put you on the frontlines and allow you to meet your target audience face-to-face, giving you actionable data on your target customers and what they truly think of your product.

After the events, you can take that data and make the decisions that will help you best scale your business.

Ray Sheehan is the founder of Old City Media, an international marketing agency helping brands connect with target demographics through experiential marketing, helping companies leverage their assets to a brand looking for a niche audience, and offering more than 20 years of experience. OldCityMedia.com